Apple isn’t detailing how long the sale will last, but it certainly is a huge deal for Apple users who are fans of those franchises being offered. For fans of the Harry Potter series, that’s every movie at the cost of just $1.20 per title.

The iTunes Movie Bundle Sale is a perfect manifestation of the things that continue to elude competitors like Google Play and Microsoft’s Xbox. While those two companies have continued to focus on their core experiences — the operating system — Apple has continued to offer the most well stocked, best digital content experience of any company. It’s one of the reasons why Apple continues to perform well given the onslaught of more feature rich, cheaper alternatives to their devices.

For example, the iTunes Store continues to be the only media store that offers music, music videos, television shows, movies, books and podcasts all in one place, and on multiple devices. While Apple tends to use this content as lock-in, the benefits to the user are clear. The iTunes Store simply makes it easier to buy and use all the entertainment and applications you want, on as many form factors as possible.

For its part Harry Potter is actually on sale in the Google Play Store as well, however those users are limited to $1.99 rentals. iTunes bundle purchasers will own those movies, and be able to stream them to any Apple device, at any time or download them for offline viewing.